W Hong Kong - Digital Management

Overview

WOOBAR’s main goals were to reboot their social media pages with the intention of re-establishing their brand image, increase brand awareness, boost exposure of their unique selling points and to grow their following on their popular yet inactive Facebook page.

Strategy

In order to accomplish WOOBAR’s goals, we developed an omnichannel user experience by creating different curated content for both Instagram and Facebook. We also decided to use social media paid promotions to accurately identify and target WOOBAR’s audience on both social media platforms.

Results

• We were able to consistently achieve positive results when targeting our ads with ‘Wine Lovers’, ‘Happy Hour Drinkers’, ‘Afternoon Tea Fans’, ‘W Hotel Fans’, ‘High End Party Goers’ and others as our various audience sets for testing
• Out of the 46 ads we have created for WOOBAR, 33 of those ads have achieved a cost per click rate (CPC) of under HK$1, where the average CPC worldwide is HK$7.58 (US$0.97)
• Within a 4-month period, our curated content and ads were able to increase Facebook likes and Instagram total follower rate by 21.2% and 36.8% respectively. Furthermore, through reinstating the W Hotel’s guidelines for WOOBAR’s social accounts, we were able to successfully re-establish the correct visual direction and brand tone that W Hong Kong require